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The Role of Persuasion Theory and Advertising Message Strategy: Implications for attacking a market Leader

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Date Issued:
2017
Summary:
Competitive theory suggests market challengers embrace either a head-to-head attack or flanking maneuver as alternative strategies to attack the market leader. Our research-in-progress, a threephase systematic research plan of action, will reveal whether Monster Energy drink should convey action sports (head-to-head attack) or academic performance (flanking strategy) in advertising targeting college students to challenge Red Bull, the market leader. Phase I, Content Analysis of Red Bull Advertising, revealed emphasis on action sports. However, Phase II (i.e., secondary, qualitative, and survey research) revealed college students use energy drinks to increase academic performance. Phase III, Experimental Research, estimates the relative persuasive effectiveness of action sports versus academic themes in Monster advertisements. Ho: no different in persuasive effectiveness among action sports, academic performance, and neutral theme (control) on dependent variables (likeability, relevance, intention to buy). Ethical standards were met by using valid scales borrowed from scholarly marketing journals, consent form, and APA standards.
Title: The Role of Persuasion Theory and Advertising Message Strategy: Implications for attacking a market Leader.
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Name(s): Salcedo, Joseph
Berkheimer, Blake
Smith, Allen E.
Office of Undergraduate Research and Inquiry
Type of Resource: text
Genre: Poster
Date Created: 2017
Date Issued: 2017
Publisher: Florida Atlantic University
Place of Publication: Boca Raton, Florida
Physical Form: application/pdf
Extent: 1 p.
Language(s): English
Summary: Competitive theory suggests market challengers embrace either a head-to-head attack or flanking maneuver as alternative strategies to attack the market leader. Our research-in-progress, a threephase systematic research plan of action, will reveal whether Monster Energy drink should convey action sports (head-to-head attack) or academic performance (flanking strategy) in advertising targeting college students to challenge Red Bull, the market leader. Phase I, Content Analysis of Red Bull Advertising, revealed emphasis on action sports. However, Phase II (i.e., secondary, qualitative, and survey research) revealed college students use energy drinks to increase academic performance. Phase III, Experimental Research, estimates the relative persuasive effectiveness of action sports versus academic themes in Monster advertisements. Ho: no different in persuasive effectiveness among action sports, academic performance, and neutral theme (control) on dependent variables (likeability, relevance, intention to buy). Ethical standards were met by using valid scales borrowed from scholarly marketing journals, consent form, and APA standards.
Identifier: FA00005635 (IID)
Subject(s): College students --Research --United States.
Held by: Florida Atlantic University Libraries
Sublocation: Digital Library
Persistent Link to This Record: http://purl.flvc.org/fau/fd/FA00005635
Restrictions on Access: Author retains rights.
Host Institution: FAU